Tag: Judgment

An analyst’s note about the CEO of one of the largest consulting companies making comments at an investor conference includes a line that deserves more attention than it got: “token volume used on a project isn’t a proxy for AI maturity.”

Translation — clients are burning money on frontier models for problems that don’t need frontier models, and they’re not getting the outcomes they expected.

This firm’s CEO offered this as a business opportunity. I read it as a confession.

The old consulting model was simple: client has a technology problem, firm deploys humans to solve it. Billing followed effort. The new problem is different in kind — clients have an AI strategy problem. They know they’re supposed to be using AI. They’ve heard the word “frontier.” They’re spending accordingly. They just don’t know why, and the outcomes are showing it.

So the CEO is right that there’s an opportunity here. The value proposition shifts from implementation to judgment — not deploying AI, but knowing when not to deploy the expensive one. Matching capability to problem. Being trusted enough to tell a client that their $50M frontier model contract is solving a $500K problem.

Here’s the irony that the comment skates past: that advice is structurally difficult for a large consultancy to give.

The business model that built consulting firms was billing for doing. The more you deploy, the more you bill. Helping a client spend less, or choose the cheaper model, or run a narrower project, is genuinely good advice that the incentive structure actively works against. You don’t grow a $70 billion professional services firm by talking clients out of scope.

The judgment layer, if it becomes the real value, requires something closer to a doctor’s relationship with a patient than a contractor’s relationship with a client. Doctors get paid whether they prescribe or not. The value of the visit is the diagnosis — including the diagnosis that says you don’t need the expensive intervention. Consultants, historically, get paid to prescribe, and paid more when the prescription is larger.

There’s a reason we trust doctors with that asymmetry and not contractors. Licensing, malpractice, professional norms built over centuries — all of it exists to align the incentive. Consulting has none of that infrastructure. What it has instead is reputation, which is slower-acting and easier to game.

Whether the large firms can actually make the shift — rather than just reframe the same billable-hours model in the language of AI optimization — is the real question the market is wrestling with. The CEO’s comment is genuinely perceptive about where client value lies. It’s less clear that consulting firms are currently built to capture it honestly.